Public Relations : An Easy, Step-by-step Guide to Creating a Public Relations Plan 9789810797225

Citation preview

2

© 2014 by Pamela Wigglesworth ALL RIGHTS RESERVED. No part of this document may be reproduced or transmitted in any form whatsoever, electronic or mechanical, including photocopying, recording, or by any information storage or retrieval system without express written, dated, and signed permission from the author. Published 2014 by Experiential Pte Ltd ISBN 978-981-07-9722-5 DISCLAIMER AND LEGAL NOTICES: The information presented herein represents the view of the author as of the date of publication. Because of the rate at which conditions change, the author reserves the right to alter and update her opinion based on the new conditions. This guide is for informational purposes only. While every attempt has been made to verify the information provided in this book, neither the author nor her affiliates or partners assume any responsibility for errors, inaccuracies, or omissions. Any slights of people or organizations are unintentional. This guide is not intended for use as a source of legal or accounting advice. If advice concerning legal or related matters is needed, the services of a fully qualified professional should be sought. You should be aware of any laws that govern business transactions or other business practices in your country and state.

3

Any reference to any person or business whether living or dead is purely coincidental.

4

Table of Contents Introduction Part 1: What is Public Relations? Why is Public Relations important to my business? Aim to become your own PR agency (rethink this positioning) Part 2: Media Relations & Media Planning What is media planning? Part 3: News Releases (Press Release) The 5 We The structure of a press release Part 4: Press Kits (Media Kits) What is a media kit? Why is a media kit important for my business? Part 5: Press Conferences (Media Outreach) What is a press conference? Why hold a press conference? How to hold a press conference

5

Part 6: Special Event Planning & Development What is event planning? What is the importance of event planning? How to plan a successful event Part 7: Media Monitoring & Evaluation What is media monitoring and evaluation? Why is it important to monitor media? How to monitor media Part 8: Trade Shows Planning for a trade show Your trade show display How to drive traffic to your booth Conclusion

6

Introduction Welcome. I am Pamela Wigglesworth, the creator of Experiential Hands-on Learning, a training and development company, and the author of the Small Business Marketing Mentor, an entrepreneur’s business series. In this eBook Public Relations, An easy, step-by-step guide to create a small business public relations and media plan, you will find a step-by-step guide for creating publicity for your business. I start by explaining what PR is and isn’t and help you to understand the importance of including PR as part of your marketing strategy. Now before you go off and start thinking, ‘What did I get myself into by buying this book?’ I’m here to tell you that the process is a heck of a lot easier than you think and the best part is that it doesn’t have to cost you a fortune to execute. One of the reasons for writing this book is so that start-ups, solopreneures, and small businesses will have the heads-up on what to do and what to avoid. I’ve been down that road and unfortunately spent money with a PR firm which did very little except take my money and give almost nothing to show for it. When we brought the PR role back in-house, we were far more successful in gaining publicity for our new business than the "expert" hired to do this for us. Let me digress here for a moment so you don’t get the idea that I had a large staff at that time. As a matter of fact, it was just two of us. Money was tight so we had to get creative with how we created the publicity, and I’ll be sharing those tactics with you in this book.

7

Before I go any further, I’d like to tell you about myself and my 20 years as an entrepreneur and what has happened to bring me to where I am now as a corporate trainer, keynote speaker, author, and business mentor. Although I studied for my degree in fashion design at the Fashion Institute of Design & Merchandising, much of my business education and experience derives from the School of Hard Knocks. In 1990 I was part of the fashion product development team of a major U.S. department store and was offered a position in Hong Kong working within their buying house. I seized the opportunity and it was a life changing experience. Eighteen short months later, when I was asked to return to the U.S., I realized I wanted to remain in Hong Kong, so I resigned and joined a local company. After five years of experience in the Asian apparel sourcing and manufacturing business, I opened my first company, Sunrise Asian Sourcing Services in 1993 in Hong Kong. I moved to Singapore in 1995 and subsequent businesses were born. In 1997 it was Seaside Clothing, a women’s apparel brand and retail store, followed by Kids-Tee-Off in 2004, a wholesale and on-line children’s golf apparel brand. In 2008 I created Experiential. So as you can see, I developed a great deal of experience in entrepreneurship, and along with it, a passion for the subject. Those first 15 years were not without their share of difficult moments and major challenges. I had great visions for my businesses and wanted to do everything in my power to make them succeed. That meant learning what branding, 8

advertising, and marketing were all about and finding the best ways to build awareness so I could gain recognition and subsequent sales for my products and services. However, as a start-up, I didn't have access to the same connections, technology, or professional expertise as the more established, financially independent big boys and girls. This meant spending years learning through reading, taking courses, studying, numerous mentoring moments over coffee —all to educate myself on branding and marketing my businesses in a big way, yet with limited or even no resources. Over time I was able to create processes that I could apply to each new business. Then a light bulb went on. I realized that many of the processes could be shared in such a way that smaller companies or entrepreneurs could become their own brand and marketing managers, or PR agents to execute their own integrated marketing communications plan. They just needed to be shown how in a simple, step-by-step manner. That’s what this book is going to do; show you the process for becoming your own PR agency that generates publicity for your business and builds rapport with your stakeholders, customers, shareholders, and the general public. So let’s get started.

9

Part 1: What is Public Relations? Public Relations (PR) is the process of communicating with publics, or groups of people that matter to your company in order to gain awareness and favor in their eyes. It is used to build relationships with employees, customers, partners, shareholders, potential investors, media, special interest or lobby groups, government agencies, and also the general public. Public relations provides a service for the company by helping to give the public and the media a better understanding of how a company works. The objective of public relations is to show the company (your business) in a positive light no matter what. Let’s be clear about this. Public Relations is different from advertising. When you engage in advertising, your company pays for the space and time of an advertisement (or commercial, which is an insert appearing on radio, television, or the Internet). Refer to Table 1.1 below to see the difference between the two marketing channels. On the other hand, when a business or PR firm issues a news release (also referred to as a press release or media release) any editorial coverage acquired through public relations is not paid for by the business or the PR firm. If your story is considered newsworthy, the media will pick it up and publish the story.

10

Public relations is “earned media:” coverage received in magazines, newspapers, radio or television that happens without spending any money.

Table 1.1: Advertising

Comparison

of

Public

Relations

and

Why is Public Relations important to my business? Public Relations should be a key component in your business marketing strategy. PR includes press releases and other important PR events. It consists of a variety of activities engaged in by groups, businesses, governments, or even celebrities which are intended to promote a positive relationship or image with current and prospective customers. Public relations is about doing something newsworthy that you want to communicate and then telling your target audience and the public what you have done. Specifics of what constitutes newsworthy information will be covered in the section under media relations and media planning. Acquiring a story or mention in local or national newspapers, magazines or trade publications creates awareness of your business. The story will usually state the products and services you offer. Through PR, the media can also position 11

you to enter new marketplaces without the expense associated with an advertising campaign. More importantly, media coverage puts you in front of decisions makers. This is why it makes good sense to include PR as part of your small business marketing strategy. Aim to become your own PR agency Anyone can do public relations and you can learn how to do PR for your own company. It takes some time, effort, and passion. Getting good media coverage has been viewed as something only the "big boys and girls" can do; however, smaller businesses can be successful in getting coverage as well. I am happy to say that our two-person operation did a far better job in getting media coverage for our business than the hired PR firm did. I believe you would also have similar results. Why do I believe that? I believe it to be true because no one will ever know more or be more passionate about your business than you. You know it like the back of your hand and who better to sing your praises than you. There are three reasons for handling your own public relations: credibility, cost effectiveness, and coverage. Credibility derived from media coverage can have instant benefits. When your company is mentioned in print, on TV, or on a blog, the coverage is seen as objective, independent, and credible. The cost effectiveness of DIY PR for any business is important when trying to stay within a marketing budget. The 12

PR campaign just adds another layer to your overall marketing campaign; however it’s the most cost efficient of all marketing strategies. Gaining coverage results in building awareness for your business, online and offline and through social media. Below you will find a few tips for getting your business covered in the media. 1. Know your target media. Make sure you are familiar and up-to-date with the types of magazines and newspapers that you are targeting. Do they match the readers that you are aiming to reach? Read current issues, and read a few back issues as well so you get a feel for the style and tone of the magazine. 2. Build a press contact list. You can build your lists through contacts at trade shows or by politely reaching out to key journalists and reviewers, introducing yourself as a prospective resource, and asking nothing more than to keep your information handy and allow you to send them your news. 3. Identify if what you are putting out is really news. Make sure the story fits the publication. Local newspapers are likely to run human interest stories, whereas trade publications are likely to run stories on awards or new contracts. To determine whether or not your topic is newsworthy, there are two questions that journalists will be asking: who cares, and why now?

13

4. Monitor and respond to open inquiries from the press. Journalists frequently post their own requests for information or expert commentary, and invite applicable submissions. Be open and available to their inquiries and become known as the go-to person in your industry or specialty. 5. Know how to write and send press releases. Write your press releases in a format that will get a journalist’s attention. Refer to the 5W’s and the inverted pyramid detailed in Part 3of this book. 6. Provide a picture whenever possible. We’ve all heard the saying that a picture is worth a thousand words. A great photo potentially could make the difference in whether your story gets covered in a local newspaper. Make sure that the image provided is of high resolution print quality. 7. Use a killer headline in your press release to grab attention. Your headline should be catchy with a news hook. It’s got to be able to stand out amongst the many press releases received everyday by journalists. Make your headline engaging so that the journalist will want to keep reading. 8. Build relationships with the media. Don’t be afraid to make contact with the media. A good relationship lays the foundation for future successful PR programmes. Make an effort to get to know the media as a resource for information without coming across as pushy. Further points to remember: Watch what you say. Anything and everything you speak about to a journalist is a matter of public record and can be 14

referenced as part of a story; that I, unless you request to speak off the record and get the journalist to agree. Know that your story may not get published in the next issue, or even at all, if something more pressing comes in. Journalists are under no obligation to print your story. Ask when is the deadline and make sure you adhere to it and ensure your information is received in a timely manner....preferably earlier than on time. Take Action Exercise 1. Make a list of the different types of magazines, newspapers and trade publications that you would like to target. 2. Begin to build a press contact list of media where you would like to have your projects featured or your service mentioned. Create a spread sheet with the name of the publication, address, editor’s name, and feature writer’s name. Always double check that you have the correct person before sending anything out.

15

Part 2: Media Relations & Media Planning What is Media Planning? Media planning is determining how and where the advertising budget will be spent and on what types of media (print, TV, radio, digital). It is all about finding the right media platforms for advertising your company’s brand (product) or service. This research is either conducted by a Media Agency or within your own office. When deciding to promote your organization, the first step is to develop a plan. Ask yourself the following questions: 1. What exactly do I want to accomplish? Deciding what you want to achieve is the first step in media planning. Determine your goals. Is your goal to gain awareness, announce a product or service launch, or build credibility for your business? Listing out the goal will help give you guidance and direction. 2. Who needs to know about my product, service, or company? Determine who uses your product or service and what specifically they need to know about you. Determine the target audience and stakeholders that you should be communicating with to achieve greater visibility. Make a list of these people. Your list could include the news media, (print, radio, and TV), business partners, and suppliers, as well as the consumers who actually buy your product or service.

16

3. What do you I want the public to know about your company? The third step is knowing what you want to convey to your stakeholders. Maintain consistency when delivering the company’s message, your vision, and mission and core values to the target audience. 4. What information is newsworthy? It is important to know what types of stories journalists are interested in as this can determine whether or not your story gets covered. Below are topics that the media usually will find of interest: Product launches, the announcement of a store opening, or notice of a new location. Contact the media if you are launching a new brand or service, or opening a new branch, or even having an anniversary celebration. Human interest story. A newsworthy story may convey a story about a person or persons in an interactive and emotional way. The story usually presents people and their problem in a way that brings about interest or sympathy from the reader. Do you have a human interest story that you could share? Partnerships. This type of announcement is appealing to the media if it affects other industries or an international company. Even a short term partnership with another person or company that is of interest to the public can be an appealing piece of information. Industry recognition. If your business wins an award recognized by the industry, this would be of interest to the press.

17

Part 3: News releases (press release) A press release, sometimes referred to as a media release or news release, is a printed or electronic document issued by entrepreneurs, non-profits, or businesses who want to communicate news to editors, journalists, industry writers, or other media groups. If journalists feel the content in your press release is considered newsworthy, they will write a story for their publication. The press release is one of the most important tools an entrepreneur or small business can have in a public relations program. It can quickly communicate to a journalist who you are, what your business is about, and why their readers would be interested. Fig 3.1 Stories about your company in newspapers and trade publications build credibility with the public as they are viewed as third party endorsements. The news release contains important facts, quotes from key people, dates that the news happened (or will happen), and contacts for additional information. Your news release must be clear and concise. It normally runs no longer than two pages. Practice the Five Ws Editors know best what their readers are interested in. They follow the five Ws tradition of reporting: who, what, where, when and why (and sometimes how). When drafting your news release pitch, make a point to answer the five Ws. Use

18

the five Ws as a means of getting the attention of the editors you are pitching to. When you tell your story, make the news interesting and relevant to the publication’s audience. I cannot stress that enough. Your release must be timely and newsworthy. Understanding the five Ws (plus “how”) will help you to craft your story. The who, what, where, when, why and how are the six vital ingredients of all press releases. The “what” is the subject of your release— a product launch, new management appointment, or an interesting event. It is the subject or the “hook” that grabs attention. The “who” usually consists of your company, spokespersons, or other authorities quoted in your news release. It mentions all the persons involved. The “who” could also be the person(s) in the press release who are providing the quote or statement. The “where” is the location that the newsworthy event has taken place or will take place. The “when” is the date and/or time that the specific event took place or will take place. “When” is a key element. Your press release must be timely. Submit it just before the event or immediately after for it to be considered news. The “why” is what makes the story important or newsworthy to the public. This is where you are sharing the reasons that this event will have an impact on the readers.

19

With the five Ws covered, the next step is to structure the release so that it gets the media’s attention. The Structure of a Press Release The parts of a press release are the headline, the first paragraph, the middle paragraphs, and the final details. The Headline This is the very first thing that any editor will read. The headline should be one sentence that captures the core announcement and includes a keyword. A weak headline will often result in a release being rejected from the very start. Write a headline that will create an impact, using eye-catching words such as “announces” and “new” if this is true for you. You don’t want to risk losing your credibility if it is not. Your headline must be compelling, as this is the hook that grabs the editor’s attention and gets them reading more. Writing headlines: Determine the most significant benefit the reader will derive from this news Strive to state the benefit in seven words or less Ask yourself if your statement is meaningful to someone not involved with the business.

20

Use the ideal font type of Times New Roman, size14 pt. The headline should be bold and centered and is below “FOR IMMEDIATE RELEASE” Try to fit the headline on one single line, using eight to ten words Use the active voice and the present tense. When crafting the headline, strive to achieve the greatest impact using the fewest words. Editors look for information in the headline, so do your best to at least include who, what and why. Sub-Headlines The purpose of the sub-headline is to expand on the core announcement. It should be one sentence. Not all press releases have a sub-headline. Writing sub-headlines: Use the ideal font type of Times New Roman, size 12 pt. The sub-headline should be bold, italicized (optional), centered, and below the headline. Amplify the headline and introduce one additional key point. Aim for keeping the sub-headline to one sentence of no more than 14 words See the following example:

21

NEW KID ON THE BLOCK! KTO, THE LUXURY BRAND OF CHILDREN’S GOLF APPAREL AND ACCESSORIES IS READY TO TEE OFF FOR SPRING! The First Paragraph A large number of press releases are accepted or rejected based on the headline and the first paragraph or two. Editors maintain a busy schedule and sometimes only have time to read the first paragraph—also referred to as the lead paragraph. A press release may be rejected simply because the lead paragraph failed to contain any news. The lead paragraph should contain your key message and take only 30 seconds to read aloud. Editors are looking for you to include the five Ws in the first few sentences. Below is an example from a press release I used after the completion of the golf tournament for my kids’ golf apparel business, Kids-Tee-Off. Can you identify the 5Ws?

Fig 3.1 Example of Press Release Using the 5Ws The Middle Paragraphs The next sections of your press release are the middle paragraphs or body text. Limited space in publications and 22

limited time in broadcasting means that only the first paragraph may get covered. Keep the content conversational, using short words and sentences with a paragraph size of about 42 words. You should have your paragraphs ordered by importance. This is because editors may scan through the release quickly and may not finish the entire release. Rank the most important information and place it in your release accordingly. Many times sequence indicates importance. Stacking your news in what is referred to as the inverted pyramid can tell editors the relative importance of your information. The Final Details Now that all of your content is complete, you need to mark the end of your news release so that the journalist is aware that there is no further information. This can be done in one of three ways: by putting “-30-“or “-end-“or ### at the bottom and centered after the last line of the copy. Contact Details Make it easy for people to reach you for more information or for an interview. Provide as many ways to contact you as possible. Your contact details may go at the top or the bottom of the page. I believe that it makes it easier for the journalist to find the contact information when it is all at the top. The editor may wish to check certain details for accuracy. List your information stacked as follows: Contact person: your name

23

Tel: +(Area or Country code) 1234 5678 Fax: +(Area or Country code) 1234 8765 Email: [email protected] URL: http://www.companyabc.com

Release Date Once your story is complete, you will want to notify the media that the information is ready for distribution. At the top of your press release you will need to write, “For Immediate Release” or “For Release.” If you release is to go out at a later date, specify the date to be released. Food for thought: you may wish to hold sensitive information until the time is just right for sending it out, as there is no guarantee that the media will hold the news until your preferred release date. Distributing the News Release Based on your type of news or story, you will decide which local editors, journalists or freelancers should receive your news release. If you decide you would like to distribute to a large range of news media, you may consider using a news release distribution service. These companies charge for their services and can be quite expensive. The most well-known distribution services are: PR Newswire (www.prnewswire.com)

24

Business Wire (www.businesswire.com) There are advantages to using a paid service. You usually have the ability to upload images and your logo, you have the means to track how many people read the release, as well as how many media contacts accessed the release. The good news is that there are a lot of services out there that will accept your press release for free. Simply type in ‘free press release submission’ and there you go. You’ll need to register in advance by giving your name and contact details to sign in and submit your release. Once you’ve uploaded your release, do not be surprised if the site asks you to upgrade to a paid service. You will still have the option to select the free service. Some sites will ask you if you wish to make a donation. I found that if I was able to give at least $5 or $10, my release was vetted and uploaded faster than when I just clicked the free button. Another issue to be aware of with online distributors is that it may take up to 24 hours to upload your release. Some sites will have someone to manually review your press release before it is added to their site directory. Make sure you give yourself plenty of time to submit your media release so that it is still timely when it is published. Last, but not least, don’t forget to post the release to your own website. This can be listed within the “About Your Company” area of your website or under your Press page.

25

Diagram 3.2 Inverted Pyramid Journalism (Source:www.allstream.com/smallbusiness) Following the inverted pyramid shows the editor the importance of your details. Take Action Exercise - Determine Your 5 Ws 1. Create one or two sentences that describe the Who, What, When, Where and Why of your news story. Now translate that onto the next page and expand your story. 2. Practice writing eye-catchy headlines that grab attention.

26

3. Use the following template and write your own press release.

27

FOR IMMEDIATE RELEASE Contact: ___________________________ Company : __________________________ Tel: ________________________________ Email: ______________________________ URL: _______________________________ Heading : _________________________________________________ Subheading : City, State – Date of Release [Begin with the first paragraph copy. Answer who, what, when, where and why]

_____________________________________________________________ _________________________________________________________ _________________________________________________________ [Paragraph 2, expand on who, what, when, where and why. Add quotes, references, and sources throughout]

_____________________________________________________________ _________________________________________________________ _________________________________________________________ [Paragraph 3, expand further. Add quotes, references and sources throughout.] 28

_____________________________________________________________ _________________________________________________________ _________________________________________________________ About Company Name Give a short background on your company to give journalists additional information on the people launching the product. Provide general information about the company, when the company was launched, any other notable products or services the company has released, and the name of the company owner/founder. For more information about [PRODUCT or SERVICE], please visit PRODUCT / COMPANY WEBSITE or contact MEDIA CONTACT’S NAME at PHONE NUMBER. Images available upon request. ###

29

Part 4: Press Kits (Media Kits) What is a company press kit? A press kit, or media kit, as it is also referred to, is a pre-packaged set of promotional materials (usually a logoed presentation folder) for an individual, a business, or organization that is available for distribution to the media, to new potential clients, and at press conferences, road shows, or trade shows. Press kits can be used when you are meeting a client for the first time, launching a new product, or introducing a new company. They can be distributed during a news conference or during large industry events. Why is a press kit important? Regardless of the size of your business or your industry, you should develop a press kit. It contains everything that a journalist needs to write a story about you and your company. In some ways a press kit can be viewed as your company’s calling card (a big one at that). It provides detailed information about your company’s history, the key players, your business achievements, and specific activities. When I started my first company as an apparel sourcing agent back in 1993, I knew that I would be attending a large industry trade show to introduce myself , with the goal of acquiring new business. Several other sourcing agents from Asia were also attending the show seeking to win new business. Most came armed with only a business card. I, on the other hand, chose to make the investment in preparing a press kit that I could leave with buyers. The press kit allowed

30

me to make a good impression by not taking up the precious time of potential customers when they were there to sell their apparel (and it helped me not be pounced on by sourcing agents). The press kit gave the company representatives something that they could read later back in their hotel room or at the office. My first clients were found in this way because they had something to review that told them about me and the services I offered. My press kit allowed me to stand out amongst all the other business cards and to be remembered. Another plus was that my company was perceived as being larger and established when it was merely three months old. No one ever questioned whether I was a newbie; the press kit gave the impression that I had been around for some time. The press kit should include: Folder with your company’s logo* Personalized letter on company letterhead that details your pitch and describes your company, and your product or service. [When pitching the media] Company fact sheet Product fact sheet Recent press release Quality color reprints (photocopies on 80gms paper or better) of articles written about or by your company

31

Your business card

Sending a Press Kit – Selling your Story to the Media Prepare a pitch letter. This is a short, one page personalized letter that is sent along with the press kit. The objective of the letter is to motivate the journalist to review the contents of the press kit by clearly explaining why the newspaper or magazine readers or radio listeners would be interested in your story. Highlight the important details and suggest different angles for the story. Follow up. Once your materials have been sent off to the media journalist, follow up. Contact the journalist or media representative and make sure they received the material. Maintain contact with them by sending updated information like press advisories or new press releases on a regular basis. Make follow up phone calls Be organized before you call. Know the objective and purpose of your call. Call either during morning or early evening hours Start your call by asking if they are on deadline. If they respond yes, find out a good time to call back. If they are

32

available, be ready with all your facts and figures to pitch your story in one to two minutes (practice before getting on the phone). Be prepared to re-send your news by fax. Ask for the fax number. Maintain a clip file. Keep track of where and when press kits were sent to make sure they were received and then watch for media that mentions your business. Collect and maintain any articles written about your company. The article clippings can be included in future media kits. Published articles are like a third party endorsement of your business. Take Action Exercise – How to Create a Press Kit 1. Use your company folder (if you have one) or select a folder with a pocket. These can be obtained from any major stationery store. 2. Insert your company fact sheet. Include on a separate sheet of letterhead a one page bio of each of the key company personnel. Give their job titles and their history with the company. Include pictures if possible. 3. Gather your recent press releases, printed article reprints, and any positive media coverage about your company. For your reprints, use high quality color photocopies on 80gms or 100gms paper.

33

4. Include photos and other images. If you have camera-ready logo art, include this. A CD-ROM or DVD with high quality JPEGs or videos can be useful, or provide a list of photos that can be emailed upon request. 5. Include your company newsletter if you have one. 6. Assemble all of your information in logical order starting with the bios, followed by the company fact sheet, newsletter, any press releases, then recent media clippings and articles. 7. Top everything off with a brief informative letter of introduction that describes your company and product and a brief overview of what is inside the press kit. Offer to provide additional information if requested. Place a business card in the slit of the pocket folder. If your presentation folders do not have a slit inside, use a paper-clip to attach the business card to the letter.

34

Part 5: Press Conferences (Media Outreach) What is a press conference? A press conference, news conference, or media outreach is a media event in which a company invites journalists to convene together to release new information, highlight an upcoming event, or announce a new employee. The press conference is also an opportunity for journalist to gain additional information about your business, although some may prefer to speak with you privately.

Fig 5.1 Ensure the individual speaking to the media is qualified and well prepared. Why hold a press conference? Press conferences are not strictly for entertainers or athletes. The conference may be given for several reasons: to inform the media of something the company/business wishes to be known or advertised. If you have an announcement that will be of interest to your community, then you can organize a press conference to spread the word.

35

Back when I was launching the children’s golf clothing business, we did more than just send out a press release. We hosted a media outreach in which journalists from the local paper, golf publications, parents and lifestyle magazine reporters were invited to stop by the full day event to learn about the product while enjoying a morning or afternoon of tea and cake refreshments. Although we listed this event as an open house, journalists were also given the option of making an appointment for a one-on-one interview with me. By providing this quiet, yet engaging atmosphere, journalists were able to have private time to ask their questions without the fear of someone listening in, thus keeping their story exclusive. .

The results were truly a winner for our small company. Just about every journalist who stopped by wrote a story about the product and how we got started. We repeated the same event in a neighbouring country, also with great success. It was by accident that we discovered the winning formula. I overheard a Public Relations manager for one of the retailers we were selling to tell her associate how surprised she was to see so many local journalists coming and going. It was when she said, “Wow, we’ve never thought to have a one-to-one session with journalists. We’ve always made them come at the same time, let the CEO speak, and then allow for Q&A. Of course no one ever asks in front of each other, so they just leave and go back to the office.” We knew it was the personalized attention that did the trick. How to Hold a Press Conference Decide where to hold the press conference.

36

Ensure that there is enough room for cameras and individuals. Think about the actual event and what is involved. Most press conferences are held in the morning so that journalists have time to file their stories. Decide what to say, how to say it, and why. Determine who is going to speak. [Not everyone is a good spokesperson and that sometimes includes the top person in the company.] Avoid holding your press conference on days when something else big is going on, such as a major sporting event, when the press would be less available. If you put together a panel of speakers, keep the number manageable and remember that journalists have limited time to cover stories. Prepare a press pack that includes an invitation to the media, a timed agenda, a press release, the text of the speech to be given during the conference, and any other supporting materials. Take Action Exercise – Create and Prepare for a Mock Event 1. Decide the type of event that you want to host. Be as specific as you can with the details.

37

2. Determine what would be the ideal venue for your press conference. Contact each venue to request a quotation for future use. Make it clear to them that you are only investigating at this stage. 3. If it is your intention to have a reception before or after the conference, set a catering budget and begin requesting quotes. Tell people that you just need a rough idea as you are in the early planning stages. That way the caterers don’t spend a lot of time working on a detailed quote when you know that this is just a mock event that prepares you for the “real deal” later on. 4. Prepare an invitation list of journalist, stakeholders and any special VIPs that you would want to attend. Design either a print or email invitation. 5. Prepare an Excel spread sheet that will allow you to keep track of who is and who is not attending.Know who will be speaking at the press conference. Write a script and go through the presentation with the speaker a minimum of three times. Anticipate the questions that are likely to come up (even the easy ones) and practice the responses.

38

Part 6: Special Event Planning & Development What is event planning & development? Event planning is the process of planning a ceremony, a company event, party, or convention which includes preparing the budget, determining the dates (as well as alternatives), selecting the location and the subsequent booking of the site, obtaining permits if necessary, and coordinating the transportation logistics.

Fig. 6.1 Events are a great way to build relationships and loyalty with your clients. What is the importance of event planning? Many things have to be taken into consideration when organizing a corporate even, such as the location, invitations, entertainment, publicity, music, decorations, and catering. Creating an event time and action calendar and utilizing an event planning checklist will help you in planning your event and will ensure that everything runs smoothly and nothing gets left out. How to plan a successful event 39

1. Have a clear understanding of the purpose of your event. For events for work or social organizations, make sure you know why there will be an event and the anticipated outcome. 2. Determine the objectives/goals for your event. Decide what you wish your attendees to gain from the event. What will be their take-aways? 3. Establish your event budget. This should be a top priority. Determine how much you can or are willing to spend. Will the event produce revenue from registrations? Or are you funding the event by yourself? 4. Select your date and location. This may involve a visit to another city to view hotel and convention space. If you need to plan a site visit, have committee members go along with you. Having an additional pair of eyes helps you to pick up on things you may not notice. When considering locations you will want to keep in mind the following: Room capacity Lighting Parking Electrical supply Phone hook-ups

40

Computer/Internet access. This could be important for your exhibitors. 1. Create a project timeline. Start by working backwards from your selected date(s), with specific tasks that must be accomplished by specific dates. Some of the things you may want to make sure that are on your timeline are: Establish date to make your first announcement of the event. Prepare and print promotional materials (brochures, invitations, etc.). Select caterer/menu . Select entertainment. Select decorations/florist . Determine audio-visual needs. Select overnight accommodations, if needed. Secure transportation if necessary. Review and sign necessary contracts. Select and confirm speakers . Finalize your agenda/program.

41

Confirm attendees . Prepare materials for event. Prepare name badges. Prepare any necessary signage. Prepare materials to be shipped to event location. Set up on site. Re-confirm details. 2. Select which vendors to work with. These could include caterers, entertainers, florists, photographers, printers, and audio-visual suppliers (if conducting an off-site event). Get at least three quotes from different suppliers and ask them for the names of clients they’ve done with business with. Speak to those clients to get their feedback before confirming any vendor. 3. Identify the need for special licenses or permits to host your event. This could be anything from arranging fees and permission for using recorded music to arranging to have sections of a major street blocked off for traffic control or permits from the police or fire department. 4. Public Relations. How do you intend to publicize your event? Do you need to develop a promotional brochure to be

42

mailed to thousands of potential attendees or a social media campaign?

Take Action Exercise – Pre-plan your Event Finding the ideal venue can take time. Don’t wait until your event is a month or two away to begin looking at locations. Make a list of five places to view. Include some that are basic and some that are unique. Schedule a day where at least two people can go out and view them. Make note of the good, bad and the ugly, and take photos.Note: One of the most memorable events I ever attended was at an old army barracks courtyard. The venue was transformed into an elegant black tie affair that people talked about for five years. When attending personal functions and industry events, pay special attention to the taste of the food, table layout, and special touches. Ask the host for the name of the caterer. Many times you will see the caterer’s name on the napkins or on some type of signage. Get at least three to five quotes from different venues and caterers and weigh the pros and cons. Decide on a budget and then create an Excel spread sheet to determine the estimated expenses. It is very easy to spend more than planned, so do your best to stay under budget to allow for any last minute contingencies.

43

Part 7: Media Monitoring and Evaluation What is media monitoring and evaluation? Once you begin to obtain printing articles or stories about your company it is important to keep track of this information, yet this record-keeping can be a very time consuming process. Media monitoring is the activity of monitoring (or keeping watch) on the print, online, and broadcast media coverage that you receive. There are services that get paid to read, research, and keep track of every media mention of your business, and to make clippings of each article. Why is it important to monitor media? As mentioned earlier, having articles or stories written about your company helps to build credibility about your product or service. A story in the paper is a like an unspoken third party endorsement for your business, as this is not paid advertising, but rather earned advertising. Printed articles should be collected and kept in good condition so that quality reprints can be made. These reprints will become part of your press kit so that potential customers can see that you have earned media attention. Articles can also be kept and put up on the media page of your website. Check with your local newspaper agencies before posting, as some publishers may not allow copies of articles to be featured on sites other than their own.

44

If you’ve received coverage from a magazine, put a high resolution copy of the magazine cover with a click through to the article as it appears in the magazine. Include the publication name and date below the magazine cover image. How to monitor media Start a clip book. A clip book is a great way to capture and monitor the results of your PR efforts. Putting together a clip book is a tedious process, but it demonstrates your ability as a publicist and shows that you do have a relationship with the media. Use online tools To monitor information about your company on the web, news, forums, blogs or on videos, use tools like Google Alerts. Sign up for a free account and then put in the phrases that you want to receive an alert about. The alerts notify you anytime your name or company name appears in news online. Take Action Exercise – Make the most of your company publicity. 1. Each time your company is featured in a publication, make sure that you obtain three copies of the publication. Keep two copies intact, and cut out the third article at the seam. 2. Make color photo copies of the articles on quality paper stock. Keep one or two copies with the clip book and keep the others on hand for your media kit.

45

3. Scan the covers of the magazines and list them together with the article on your press page. Caption each cover with the publication name, month and year. 4. Create a PDF copy of the cover together with the article and include it when emailing to new prospects. 5. Create a JPG of the publication cover and make it part of your email signature with a hyperlink to the article on your website press page.

46

Part 8: Trade Shows Trade shows, despite their large capital investment, provide a unique marketing opportunity. It is the only place people pay to get in to see products and services, which means there are sure to be a certain number of qualified prospects. Trade shows are a great way to see a large number of people in a short period of time. Your trade show booth says a lot about you. It can serve as an engaging way to convey your company image as well as portray the level of product quality. Your booth will also demonstrate the customer service your prospects can expect from you. Some of the benefits for exhibiting at trade shows include opportunities to: Sell your products to attendees and sometimes to other exhibitors of the show. Have products seen by distributors, sales representatives, catalog houses, etc. Test your promotional materials (great opportunity). Test future ideas. Collect leads in the form of business cards, sign-ups for contests, etc. Meet and greet your current customers.

47

Conduct meetings with people who might otherwise be unavailable. Get media attention. Planning for a Trade Show The detailed planning of your trade show is vital to your show success. Planning for your show needs to start at least three to four months in advance. To have any significance presence or influence at the show, plan to set up a booth either on your own or with a key partner. Booth space is limited and must be reserved and paid for in advance. The fees will vary according to the show, the square footage and the location within the exhibition. Designing a portable booth can take months; it is wise to start early. Trade shows require a lot of time, money and resources. Here are some tips that will enable you to make the most out of your tradeshow appearance. Before the Show 1. Evaluate then select which trade shows are most appropriate for you. Be diligent in determining a show’s worthiness. Are the participants likely to be your target audience? Don’t rely on the exhibition organizers to tell you how wonderful the show is. Do your homework and ask around from past exhibitors. You can get these contacts by requesting the previous year’s list of exhibitors. 2. Read the show manual. Be sure to obtain a copy of the show’s manual and read it cover to cover. It contains vital

48

information such as registration information and forms, final schedule, floor plans, and other important details regarding set up, breakdown and hospitality suites. Check to see if the show you are attending offers business match-making services. 3. Determine your objectives. Decide in advance what it is specifically that you want to accomplish as a result of your show participation. Is your goal to increase brand awareness, gain exposure to a large number of prospects who might be interested in your product, or to sell to existing buyers? Having a goal in mind with specific targets will help you to determine if you achieved the objectives. 4. Define your measurements of success. Once you’ve determined your objectives, you need a way to measure the success of the show. Set measureable and specific goals. Examples might include having fixed number of brochures to be passed out, collecting a specific number of hot leads to follow up on, meeting key out of state clients, or meeting a specific number of journalists. These benchmarks will help you to determine if the money put out for the show was an investment or an expense. 5. Develop a written show plan. Prepare a schedule and make a full list of all preparation activities and assign an individual to each task. Do not leave things to chance or for the last moment, for that matter. 6. Develop a key marketing message for your booth. Like advertising, your booth should communicate one major message. A specific focus will draw in more prospects for

49

your booth. Your message will be conveyed in the design, structure, color, and signage of your booth. 7. Design an open and inviting booth. Creating an open booth with no tables or chairs obstructing access invites the attendees to come in. Make your logo visible so that it can be seen from a good distance. Mount brochure displays on the wall to maximize the “walking around” space. Use interesting, attractive graphics to draw prospects in. If space permits, provide comfortable chairs to encourage prospects to linger. A booth should be easy to set up and take down. 8. Advertise your show participation early. Let clients and prospects know that you are participating in the show. Add tag lines such as “visit us at Booth 1830 at the 2013 NATAS World Conference” in your press release and other marketing communications leading up to the show. Advertise on your website and send out special invitations well in advance of the show. Invite editors to stop by your booth or set up appointments in advance with your PR staff. 9. Order all marketing materials. Prepare your fact sheets, brochures, and giveaways. Update marketing collaterals, brochures and giveaways early on to ensure that they arrive well in advance of the show. Don’t run the risk of not having enough updated brochures to hand out. Giveaways such as pens with your web address are effective and inexpensive marketing tools. If you’re traveling long distances, avoid paying for extra baggage with the airlines. Consider finding a printer in the same city as the show and have them print your brochures. Send the file electronically two weeks in advance to test the 50

color run. Send a deposit and pay the balance when you collect your brochures. 10. Design PowerPoint presentation and demos for the booth. PowerPoints or demos are a great way to draw people to your booth. Presentations allow you to communicate information to many prospects at once or when you are in discussions with another prospect. 11. Create a unique identity for your booth staff. Determine a dress code for your staff. Make it easy for visitors to know who is working the booth by wearing matching blazers, polo, or tee-shirts to make the representatives easily identifiable. 12. Train the exhibit staff. This is a critical step. Staff members need to know what is expected of them. Each person should be briefed and become well-versed on all new products, initiatives, or programs. They must know how to run the demos and the presentations and they should know some basic trouble shooting. Nothing looks more unprofessional than demos that don’t work.

51

Fig 8.1 Exhibiting at tradeshows can be expensive. Visit the show a season before to determine if this a good fit for you and there is suitable foot traffic. During the Show 1. Set up a rotating booth schedule for the staff. Ensure time for staff to take breaks for lunch and relaxing. This helps build morale among staff members while they are working in the booth. If you have a limited number of people to staff the booth, which is common, then purchase sandwiches that morning to ensure that you and your staff have a meal available. If at all possible, try not to eat in front of your visitors. (Sometimes there simply isn’t another option, especially when the booth is busy and there are just two people working the booth.) 2. Record all prospect information. Encourage staff to record everything they learn about a prospect’s needs. Remind them of the importance of getting phone numbers and email addresses if a prospect has run out of business cards. If the prospect writes down information for you, make sure that you can read it. Clarify before they leave the booth. During one show I attended that had a slower than usual pace, my associate took notes on the conversations, which freed me up to give the visitor 100% of my attention. If you have this opportunity, your associate can just make minor notes so that your prospect knows you are serious about the conversation.

52

3. Greet people warmly and smile. Who would you rather approach, a person smiling or frowning? A warm, sincere smile and inviting attitude can give a valuable first impression. Do your best to avoid having your staffs‘ backs to the entrance or taking phone calls or texting while on duty. A friendly greeting to passersby may encourage them to stop rather than simply walk by. After the Show Send requested literature immediately. As soon as you return to the office, send requested materials within 24 hours or as soon as possible. A quick response to requests is another chance for you to make a great impression. Make it easy for the prospect to say yes to you before they have a chance to say no to others. Get their attention. Include a teaser on the envelope or in the email subject line. Mention your organization’s name and the name of the conference on the outside of the envelope or in the email subject line so they know your letter or email is not junk mail. Help your prospects take the next step. Make it easy for prospects to contact you about opportunities available to them by including your URL and email address. Keep track of your prospects. Keep records of the customers who found out about your product or service through the trade show. Use these results to demonstrate the show’s return on investment. Consider Location-based marketing software to drive traffic to your booth. Proximity Marketing (also referred to as Location-based Marketing) is a mobile marketing method 53

that allows you to directly connect to consumers who are in close proximity to your physical place of business or trade show. Bluetooth proximity marketing is a powerful way to beam advertising content directly to customers. When a consumer walks within reach of the Bluetooth signal (transmitted via a dongle), a message is sent to their smartphones with an opt-in or opt out option. If the message is accepted, consumers are then able to take immediate advantage of press, TV, or radio offers and request further information on the spot. The process of location based marketing is easy to set up, requires no hardware and no recurring fees once the software has been purchased. Used at a trade show, it’s a great way to reach people to invite them to your booth. Encourage them with an attractive contest or give-away. Exhibitors on either side of you will wonder what is drawing so much attention to your booth. Analyze the “lessons learned.” After each show, evaluate what went well and what didn’t. Critique all aspects of the show and ask feedback from others as well. The lessons learned will help you to continue doing what went and help you improve those aspects which need further attention. Your tradeshow display To be effective and make an impact, your tradeshow display must make a strong first impression and communicate your message in a matter of seconds. A good display is critical to attracting prospects to your booth and maximizing your sales opportunities.

54

I’ve seen it happen far too many times: exhibitors who are sitting idle at their booth with no traffic as result of a poor display. They don’t make an effort to customize or dress up the booth shell. They keep the exhibitor signage, and standard table and chairs. Then they wonder why no one approaches them. Don’t sign up for a tradeshow if you can’t afford to create an engaging booth. Building your booth Start with the display. There are three basic types: 1. Custom design 2. Stock display 3. Self-contained unit The custom designed unit is as simple or as elaborate as you want it to be and is usually the most expensive. Historically this is shipped to the show in a wooden crate which must be opened by the exhibition personnel, removed, and returned when its time to pack up. Not only do you have to pay for the custom design display, you have to pay for the upkeep in the form of storage while not in use. The stock display gives you the benefits of a custom unit without the huge costs. A Display house will customize one of their stock displays with your company name and logo, have it painted in your company colors, and add lights wherever you want them. Some stock units come in modular

55

sections so you can add or subtract sections to fit your desired space. The self-contained unit is the least expensive display. A small unit can be carried by one person and set up in less than half an hour. It’s prefabricated and looks a lot like every other prefabricated display at the show. Some customization can be done, but the booth often looks as though it has been tacked on rather than being part of the display. Whichever display type you choose, maximize your show experience by making your booth stand out from the vast number of displays.

56

Tradeshow Check List

Fig. 7.1 Having a checklist will ensure you have everything you need before the event Make sure you have everything before you leave. Use the following checklist as a guideline of what to prepare to take with you and add what is appropriate for your business. business cards (bring twice as many as you think you'll need) mobile phone and/or pager mini tape recorder (for keeping track of ideas) laptop and/or hand-held organizer itinerary of client meetings, special events, educational sessions, etc. (make sure key people at the office have a copy of this, too) contact information on where key clients and/or vendors are staying

57

contact information on where booth staff are staying plane or train tickets credit cards/checks comfortable shoes first-aid kit tradeshow materials (directories, tickets, invitations, etc.) appropriate show attire (perhaps a logoed golf shirt, or denim shirt) trade publications, reports and memos to read on the plane “Just in Case” Box Carry a small, cheap plastic box for miscellaneous items. The box should contain: pens (multiple, different colors) Sharpie Scotch tape masking tape extension cord electric plug bar post-it notes

58

rubber bands tiny stapler with extra staples highlighter paper clips scissors adapter (especially if travelling abroad) all-in-one tool (screwdriver, can opener) medicine (Aspirin,Tylenol, Advil, Motrin, DayQuil) zip-ties Generic business cards (in case anyone runs out) How to drive traffic to your booth There is no point in exhibiting at a trade show or event if you can’t drive traffic to your booth. Getting people to your booth is no easy feat. Listed below are a few tips and techniques to help drive traffic to your exhibition booth. Do not rely solely on the organizer’s marketing. 1. Use Pre-Event Marketing. Send out postcard invitations to vendors, clients, media, and prospects in advance. Research shows that the most successful exhibitors—in terms of business generated and leads collected—write to their customers and prospects before the show.

59

2. Draw visitors to your booth with a free gift. Give visitors a card that can be redeemed for some kind of free gift at your actual booth display. When visitors arrive, they will see your products and may pick up some literature or a small gift with your logo on it. Have them enter their information for a larger prize drawing later on. 3. Mail a useful, branded gift before the event. This marketing method is more time consuming and the most expensive. Recipients are likely to come to your booth to thank you. You’ll get exposure in their eyes and the eyes of those attending the trade show. 4. Give away a unique premium gift. If you decide to give away a premium gift, make it an item that is useful for the end user and that relates to your business. 5. Install a wide screen TV. A wide screen TV provides a great opportunity to run an ongoing demo of your product or service. This is especially useful when your booth is busy and you are tied up speaking to other prospects. Tips for maximizing your trade show experience Ask questions instead of pitching. Everyone else "pitches at" people—be different and actually have a conversation. Good conversationalists are genuinely interested in the other person—what do they do, what are they interested in. Don't ask how they're doing. Your opening line should engage them with something you specifically have to offer. "Hello, how's it going" is not interesting or unique. Even just a simple "Are you interested in [the thing you do]" is better, 60

although still weak. Ask, “Of the different booths you’ve seen so far, what is the most interesting and how do they help you with your business challenges? Or, “What is it that you’re hoping to find at the trade show this year?” Make notes on business cards. You'll talk to hundreds of people; you'll never remember what one guy said or what he wants. Always write down the key information on their business card. If you can't make notes on the card, use a post-it from your miscellaneous box to keep notes together with the card. Build your own happy hour party. Rent a room at or near the conference site with wine, beer, and basic food. Pass out invites at the show to pre-qualified prospects and on your pre-show mailers. It's cheaper than you think and you get to pitch to people in a relaxed atmosphere. Avoid giving out invites to everybody as you might just end up with a room full of people looking for a free drink. Don't depend on the Internet. Trade show Internet demonstrations are spotty at best. Your demos must operate without being online. Ensure that you have enough power sockets to run your demonstrations. Raffle something. Raffles are great at trade shows because they get a crowd to appear at your booth. Crowds make other people think your booth is interesting.

Take Action Exercise – Get into the Tradeshow Groove. 61

1. Attend your next big industry trade show or one that is in your town. Go early in the morning to guage the amount of attendees coming through the door. 2. Walk the floor (trade-speak for go up and down the aisles) in early morning, mid-day and late afternoon to see what the foot traffic is like. 3. Take note of the different booth designs to adapt concepts for your own booth. It is critical that your booth be engaging to draw in buyers. 4. When and where appropriate, collect brochures and exhibition give-aways. Brochures should be viewed at night in your hotel room (if you commuted to the show). Keep what you can model for your business and throw away the rest. 5. Observe the companies that have hospitality booths. Some show organizers will offer a special networking cocktail hour for free or for a small fee. I encourage you to consider these opportunities to speak to current exhibitors to learn their “trade secrets” of the do’s and don’ts of becoming a future show exhibitor.

62

Conclusion Creating and gaining publicity for yourself or your business is not a difficult task if you know what to do. Most companies won’t even consider public relations as part of their marketing strategy because they believe that they have to hire an expensive PR firm to gain publicity. Of course now that you have read this book, you know otherwise. The key is in knowing what to do in public relations, how to do it, and then creating a strategic plan of action and executing it. The goal of PR is to gain awareness for your business and the products and services you offer, and to build a relationship with the community, the media, customers, and stakeholders. As a business owner and marketer (everyone is a marketer no matter what your business card says), your objective is to gain as much media publicity as possible. Stories about your business featured in print, TV, or radio act like an impartial third party endorsement for your business. Best of all, this media coverage is free. When considering your media planning, decide what elements of PR work best for your business based on your human resources, budget, and the amount of time you can devote to this marketing approach. Regardless of the size of the budget, every company should invest in developing a media kit. A professionally designed media kit will instantaneous build credibility to new prospects

63

and the media. Create your media kit as soon as possible. An opportunity may be just around the corner and you’ll want to be prepared. Writing a newsworthy press release and then distributing it to the media directly or through a distribution service is a low cost technique for conveying up-to-date information that is of interest to readers. Press releases must demonstrate that what you are sharing is of interest to readers and must avoid sounding like a product commercial. Press conferences, special events, and trade shows require a great deal of planning and certainly greater cash expenditure. However, the amount of exposure to be gained as a result of hosting a press conference or special event, or by participating as an exhibitor, can have a huge payoff. You don’t have to be a big multinational company to execute any of these types of public relations events. The key is in the advance planning and research to ensure you make the most of the budget allocated to maximize your exposure. By doing the media outreach ourselves, my staff and I secured far more publicity for the business than the company we paid to handle PR for us. With everything that you do for your business, it’s all about creating a plan of action and then working that plan. Make public relations part of your business strategy. Create the plan, execute it, and then monitor your results. You will be surprised at how a steady stream of publicity can make a difference in your bottom line. I wish you all the best in your Public Relations journey.

64

About the Author

Pamela Wigglesworth Pamela Wigglesworth is an international corporate trainer, speaker, author and Managing Director of Experiential Hands-on Learning, a training and development company. She had resided in Asia for over 24 years and works companies across multiple industries to enhance branding, marketing communications to get big results small budget. She assists corporate companies presentation skills, personal communication skills, effectiveness in the workplace.

with their on a with and

Pamela is a Professional member of the Asia Professional Speakers Singapore (APSS) and served as the 2011-2012 Vice President. She is also a member of the Marketing Institute of Singapore and the American Chamber of Commerce in Singapore. Pamela was a founding board member of the PrimeTime Business and Professional Women’s Association. She lives in Singapore with her husband John.

65